From FrumWire: Yidsense Launches Pay Per Click Advertising for Jewish Websites
Yeah OK, it might be a bit of a corny name. I have never been a big fan of "Judaifying" non Jewish brands. But still, when I mention YidSense to people, right away the light goes off in their heads and they grasp immediately what it is.

Pay-per-click advertising is a nice way to earn a bit extra for your blog or website. You can be assured that you won't be running inappropriate ads (which is not true of Google's AdSense).

Currently, the people at YidSense are trying to iron out the kinks, but I think it has great potential. (Disclosure: The founder of YidSense is a close personal friend and I am an advisor to the company)

 
 

When the Kosher Gym originally opened in Brooklyn, it was quite a different world. I would imagine that the gym had a pretty sound business plan at the time and was pretty successful. However, the internet revolution changed everything. Customers are more empowered than ever.

Here are some points that every business owner needs to know about doing business in this era:

1. Focus on customer value - not ROI
It's a very competitive world out there. If your business does not establish itself as providing value for its customers, it will churn right through them. If your vision is only on how much you are making per customer, you lose the opportunity to build long term loyalty. Marketing budget is better spent keeoping your customers happy than trying to acquire new ones. Happier customers means more renewals and referrals as they will want to share their experience with others.

2. Open the communication channel
Every time a customer complains, it is an opportunity - a gold plated chance to engender good will and loyalty. It also presents you with a new insight into how you can truly innovate and grow.


3. Follow up with "Deadbeats"
You have the ability to track the comings and goings of your patrons. A call every now and then from a gym rep can go a long way in helping you help them get the most out of their membership. When you wait until their membership has lapsed or is close to it, you may have already lost the game.

4. Build a community driven website, not just a brochure
If all your website does is provide pictures of your facilities, you send the message that the site is about you, not them. There is a place for your brochure, but you can create a great value add for your customers by having a site where you can post blogs, videos and tips. Invite your members to take part. If you have done a good job making them enthusiastic about you, then they will do most of the "heavy lifting" for you by engaging others. Plus, it will be a great way to Point #2 as well.

5. Don't pretend the competition does not exist
You may be the only "Kosher" gym in town, but don't forget, you are competing against other separate gyms. Actually, your biggest competition is yourself. Your patrons don't need a gym - they need to be fit. If they don't sense that they are getting that value from you, then they will leave. They may buy equipment or start jogging and eating better. They may decide to keep the money and stay unfit rather than spend the money and be just as unfit. Some may just join another gym, separate or not. Either way, you have to understand what their expectations are as far as the services you provide. If classes are free in other clubs, than by golly make them free at yours. Remember, the more the gym helps them achieve their goals at a fair price, the more willing they will be in continuing to pay that price.